Dave to install 'man chairs' in Burton Menswear

Dave is installing "man chairs" in Burton Menswear stores to provide shoppers with a place to watch pre-loaded content from the TV channel on tablet devices.

Dave: installs 'man chairs' in Burton stores

The partnership has been developed by Mediator, Dave owner UKTV's partnership and promotions agency, and is designed to drive awareness of new content on Dave including US show 'Suits' and upcoming commissions including 'Red Dwarf X'.

The six-month in-store promotion also includes exposure for the channel via Burton's window displays, in-store POS and digital platforms.

Burton Menswear is hoping the partnership will drive footfall, increase dwell time and capture data about customers via built-in features on the tablet.

Caroline Kay, senior account manager at Mediator, said: "[The] concept itself celebrates the brand while a partnership with Burton Menswear delivers a sensory experience that creates 'talkability' around Dave’s great new shows."

News of the in-store initiative comes shortly after Dave re-launched its nationwide two-for-one comedy ticket scheme in partnership with Absolute Radio, which is now called 'Dave & Absolute Radio's 2 for 1'.

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